NYC's Sexiest Billboard Doesn't Care For Dumbphones

See that beautiful model there, frolicking with a few of her friends? No? Well, your smartphone can. This billboard - and two others like it - is one giant QR code that in this case gives particular significance to augmented reality.

Calvin Klein has occupied that particular billboard space, over a prominent corner on Houston Street, for quite some time. But whereas before it might have looked like this:

Through the end of the day it's just a bunch of big red and white blocks. Unless, of course, you have a smartphone that can read QR codes (there are plenty of apps for that). Then you're treated to a steamy 40-second ad.

QR codes have been hugely popular in Japan, but haven't caught on in the US yet other than as a means to link apps in the Android Market. But Calvin Klein and augmented reality enthusiasts are both hoping the same maxim holds true: sex sells. [Mashable]